Many of the letters you write in business are designed to influence the ideas or behaviors of others. Persuasive letters to sell something should have a unique formula, immediately grabbing a reader’s attention, creating interest and offering information on how to obtain what you're offering. Focus on your key sales message rather than overusing information. Write with a friendly, informed tone that avoids jargon and overbearing language.

Header

A well-written sales letter has no effect if it doesn't reach the right people. Find out the names and titles of those in charge of purchasing decisions. Though the Internet is a good resource for your research, call the company or residence to confirm spelling and other contacts. If your letter isn't addressed to a specific person or if a person’s gender is unclear, address it generically. For example: “Purchasing Director Edwards” or “The Homeowner at 526 Jefferson Lane” might work without gender-specific information. If you're using mail-merge technology, check all salutation information as technical mishaps can happen in that area.

Introduction

The introduction is your first real opportunity to draw in the reader. Attention-grabbing techniques include asking a question, offering a powerful statistic or sharing a brief anecdote. For instance: “Did you know that most of today's businesses could not operate without computer virus protection software? While most companies focus on purchasing technology systems or operating software, without antivirus protection all of their activities are at risk of a malicious attack 24 hours a day, seven days a week. Fortunately, there are many security options in the software market. That’s where we come in.”

Body

Increase the reader’s interest in what you're selling in the body of your persuasive letter. Briefly introduce your business, provide details about your service or product and explain why your offer is a good potential fit for the reader’s needs. Use clear, powerful language that avoids jargon at all costs. As an example: “The Synch Group is dedicated to providing first-rate computer protection options to companies and residences throughout the West Houston area. We specialize in software that's tailored to meet your needs. You may choose from a range of options including standard antivirus protection, Internet security, VPN privacy protection and mobile security. We are confident that we can meet your unique needs and we've enclosed a coupon for 15% off your initial purchase.”

Closing

Encourage the reader to take immediate action at the conclusion of your letter. Include information on how you'll make it easy to take next steps. For instance: “The Synch Group also offers free one-on-one consultations. We look forward to discussing specific ways our company can support your business. Please use the enclosed contact information to schedule a session at our service center.” After you sign off, you may add a PS line to repeat your main point or to make a special offer or guarantee. For example: “PS: If you bring this letter to your consultation we will add a 5% discount to your coupon.”

About the Author

Kenya Lucas has been writing professionally since 1998. Her work has appeared in “Anthropology & Medicine,” “New Directions for Evaluation,” “Psychology of Women Quarterly” and “Journal of the Grant Professionals Association.” She holds undergraduate and graduate degrees from Johns Hopkins University and Brown University.